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A Guide to Increasing
Mobile Event App Adoptio:
an eBook by:
Adoption Drives Monetization:
Foundational Steps For Success
As you map out your
own mobile app
plan, get in touch.
We'd like to learn
more about your
situation and share
that are best fits for
Whom Do You Serve?
What Do Attendees Want In Their Conference App?
The Road to Monetization
Your Mobile App Roll-Out & Marketing Plan
Driving Downloads & Raving Fans
Shifting Eyeballs and Ad Revenues from Print to Digital
Carrots & Sticks:
Rewards and Boundaries Expedite Adoption
Where to Draw the Line
Sign Up ®
for a Demo
10 Smart Moves:
Your Adoption Acceleration Toolbox
Appetites for mobile opps ore growing.
Just how many apps are people actually using? A recent study shows that the average
smartphone owner has 65 apps installed and they're using 15 in a given week.
The Social-Mobile early adopter stage is clearly over. We're now well into the fast
follower stage with mainstream adoption looming. This revolution spans nearly all
demographics and markets and is an expectation for the coveted next generation
conference participant. Attendee palates are maturing and their expectations around
rich conference apps are rising fast.
For conference organizers, mobile apps are no longer a "should we have one?"
decision. We're at the "how can we launch mobile apps in the best possible
smartphone user has
on his or her phone,
Strategy discussion points include:
• Which mobile app vendor offers best
value and best fit?
• Should we go with web-based, native
• How can we leverage digital real
estate to drive more value to all
• How will we measure success and
drive continuous improvements?
• What's our strategy to increase
and accelerate adoption?
^ft Tweet this
1st impressions are
make or break for
#mobile #event apps
^J Tweet this
Tips to get your
on your Attendees
While these are the questions driving most organization's decisions when thinking
about a conference mobile app, this eBook focuses primarily on the last bullet.
It's about increasing and accelerating adoption of your conference mobile app
because... adoption drives everything!
The user's first impression of your conference mobile app is a make-or-break
moment. It's a critical point where a snap judgment is made: Is this mobile
app convenient and helpful? Every "yes" drives repeat use and ultimately,
You need to earn a coveted spot on your attendees' "favorite 15 apps" list. And
that means you need to do some specific things to gain their recommendation
Remember: The conference mobile app engine is fueled by adoption. We want to
equip you with the latest insight and strategies to vastly improve the attendee's
conference mobile app experience and increase adoption.
We'll help you:
• Assess and select a mobile app vendor who can help you deliver a better
• Fine-tune and perfect your mobile app roll-out and marketing plan.
• Aggregate high-value content that accelerates repeat use.
• Create a conference experience that drives loyalty through the roof.
.option Drives Monetization:
Foundational Step^f or Success
Whom Do You Serve?
You're launching a conference mobile app (or leveling up from the one you
launched last year).
Whom do you serve?
b. Exhibitors & Sponsors
d. Your organization
e. All of the above
Answer: e. All of the above.
Now, let's reframe the question:
"Whom do you need to serve most
with this conference mobile app?"
The answer is clearly Attendees.
With more than 3,000 people at our conference,
we needed a fast way to communicate updates
and increase engagement. Our mobile app was
a big hit. More than 80% downloaded it and our
members now see us as ahead of the curve!
National Council for
Community Behavioral Healthcare
It's about upgrading their conference experience.
It's about providing real-time information that's relevant to their discoveries.
It's about improving their ability to make fast, real-time decisions based on their
immediate needs, thoughts and feelings.
All conference stakeholders are important - but the lion's share of attention
needs to be on satisfying your attendees. Without attendees, you don't have
exhibitors, sponsors, speakers or an event. Attendees are your mobile app
royalty. Provide them with helpful, just-in-time information at their fingertips
and everything improves.
a n i 2012
1 A*r 1 Schedule
1 1 Locations
© Wed, Jun 27 1 1 :30 AM ■ 1 :30 PM
9 Manaalay Bay Ballroom
w >« w w
Hospitals and health systems are facing increased pressure to significantly improve the
customer service experience while simultaneously protecting financial resources. This
session will highlight those hospitals thai have achieved the 201 2 MAP Award for High
Performance in Revenue Cycle, Providers will discuss the revenue cycle metrics.
characlerislics. and approaches thai drive Ihe mast value lQ Iheir palients, physicians, and
communities and provide insights into what strategies they employed to achieve this
The Wednesday lunch and leam panel will show you how to create a positive patient
experience, collaborate with clinical staff, and protect at-risk revenue.
Baylor Health Care System shows how its hospilals reduced denials to 0.6% of net revenue
through a centralized insurance verification and valrdalion process
Cape Cod Healthcare shows how it achieved a 96% clean claim bill rate Ihrough a format
process improvement initiative
MultiCare Mary Bridge Children's Hospital shows how it reduced late charges by 2.08% by
using a mul [(disciplinary team Iq improve charge capture accuracy
Suzanne Lestina, FHFMA. CPC
Director. Revenue Cydn MAP
f click to
with helpful, just-in-
time information at
their fingertips and
What Do Attendees Want
in Their Conference App?
For attendees, a well-designed mobile app becomes a
digital journal, capturing highlights of the conference from
start to finish.
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jp Tweet this
Do attendees have
a swiss army knife or
a digital journal —
give them one, a
it snouia oe ineir owiss Army KniTe... speciTic3iiy aesignea to aaa vaiue
to their conference experience. When they're back at the office, the app
becomes a powerful tool to quickly recall, implement or share the experience
• Which education sessions did 1 attend? What were the
• What additional insight (slides, handouts, notes, etc.) can 1 use to
improve my work, position or contribution?
• Which breakthrough ideas should 1 share with my team?
• Which exhibitors did 1 like most and want to follow up with?
• Who did 1 meet at this conference? Which new contacts are high
on my follow-up list?
When you do everything you can to deliver over-the-top value, as this list
suggests, that value will trickle down quickly to all conference stakeholders.
Once you have your focus set on providing an outstanding mobile app
experience that drives attendee adoption, then you can start asking the
We decided to use a conference mobile app to match our
attendee expectations for ongoing use of cutting edge
technologies. Our attendees loved it and it brought in more
sponsorship dollars. The app sells itself.
Alaina Schulner, CMP
Seattle Science Festival
The Road to Monetization
If you're selling mobile app sponsorships with little or no user
metrics to support your pitch, you're selling a dream.
By the way, you're not alone. There are many out there selling this same dream.
With today's explosive demand for mobile app advertising, there are more
than a few eager sponsors who are ready to play. If this is your first mobile
app launch, that's good news, but never let your attention stray from attendee
adoption and value. Without that, your monetization plan will quickly unravel.
Step 1: Adoption Success Plan
Gather attendee-focused content from a variety of
respected sources. Map out a timeline for distribution,
including pre- and post-event. Make sure each element is
easy to find and enhances the conference experience.
in cycles. This victory
loop shows how each
step feeds the next.
Step 4: Review, Improve
& Adjust Pricing
Run mobile app usage reports and review results with
sponsors. Identify areas of improvement. With strong
adoption and use, gradually increase pricing for mobile
app sponsorships and ads accordingly. Give last year's
sponsors first dibs on next year's sponsorship opportunities.
Step 3: Deliver What
Step 2: Secure Sponsor(s)
Share your Adoption Success Plan with potential spon
and they'll quickly see that you're serious about driving
adoption. With a smart adoption plan in hand, signing on
sponsors will be much easier.
This applies to all event stakeholders, but first and
foremost, to your attendees. Deliver on your promise to
enhance the attendee experience and everyone will
benefit, including your mobile app sponsor(s).
Your metrics are only as good as your machine.
As you shop mobile app providers, be sure to inquire about back-end analytics.
You'll need solid reporting capabilities capturing mobile app clicks, views,
preferences and more, with capacity to filter by an assortment of data
categories. Mobile app providers should have data and usage reports from past
work they have done, supporting conferences similar in type, size and scope to
yours. This data and insight will help you set competitive pricing for your own
mobile app sponsorships and ads.
Even as mobile app revenues grow, never let your attention move away from
serving the needs of your attendees. Their satisfaction and engagement drives
everything - always.
Food for Thought:
Your #mobile #event
app needs analytics
if you plan to sell
■ ■ What would make you more likely
to pay attention to an advertisement
on your smartphone or tablet? ■ ■
L. J said:
Source: Prosper Mobile Insights
^T Read this
Blog Post: Exhibitor
#Eventprof: You need
to coach attendees
on how to pull info
from your #mobile app
Your Mobile App Roll-Out
& Marketing Plan
(Attendee Customization is the Killer
Email isn't generating the same results it once did.
There's too much noise, too many interruptions. Audiences ignore email
(push), because they'd much rather pull in just what they need, when they
need it. They prefer to customize how and when they receive information
from organizations they trust.
That's where conference mobile apps work best, as they amplify reach. Focus
on getting attendees to download the app and coach them on best ways to
pull in helpful content. Making large conferences personal was difficult before
the mobile app. Give participants the ability to customize their own event
channel and experience!
Push notifications via the mobile app are powerful, but only when the content
is helpful and valued by the participant. A few examples:
• Video previews for keynote speakers
• Tips that help app-enabled attendees better navigate the conference
than their paper-based colleagues
• Last-minute room or speaker changes
• VIP access to book signings for keynote speaker/authors
Push notifications like:
Our General Session will
start in 5 minutes!
Done right, your mobile app should become the go-to source
for up-to-the-minute conference insight.
Within the mobile app, you now have a dedicated channel for push
notifications, but use this messaging channel wisely. Be careful not to flood it
with low-value messages.
Respect your audience and serve up only high-value notifications, directing
them to helpful content. Anything less and you're another interruption and
attendees will opt-out. Then, you'll lose all those eyeballs you worked so hard
Push notifications like:
Innovation expert Sally Jones
is signing books in the
ballroom north lobby.
when it follows Sally's
The mobile app was a great tool for our
attendees. It made our workshop a lot
more interactive than it's ever been.
One Lambda, Inc
Driving Downloads & Raving Fans
Some will download the app in advance, while others will
wait until they're in transit or arrive at the conference.
Keep in mind, repeat attendees and Next
Gen attendees like to build their itineraries
in advance. If mobile app content's too
light, they'll abandon and forget about
Growing Next Gen?
of younger participants
create a MUST-SEE list of
exhibitors before attending
Source: CEIR Study
■, click to
Wow! 73% of younger
participants create a
MUST-SEE exhibitor list
before attending a
Here's a quick checklist to make sure you've covered all bases
to maximize app downloads and use:
Place a "Download Now" button prominently on your conference website
Include the download link in all "know before you go" communications
Create "fast scan download" QR codes and put them everywhere -
signage, print programs, presentation slides, etc.
Create a mobile app splash page with a short URL - makes for fast/easy verbal
instructions for those QR code-hating attendees, e.g. mycompany.com/GetApp
Include the link in all staff email signatures
Make sure there's good Wi-Fi coverage at your host venue
(or at least several easy-access Wi-Fi hot spots for downloads and updates)
Drip out new "mobile app eyes only" content regularly leading up to your conference
Have dedicated mobile app support available on-site (At the registration desk AND
at a mobile apps helpdesk within easy access during the conference)
Invest in "white glove" support for exhibitors and speakers to aggregate rich content
Stir up social networks - ask speakers, exhibitors and sponsors to share the app
with their followers
For those who cannot attend the conference, promote the mobile app as
t click to
12 Ways to Increase
the Number of
__ click to
~ Read this
Blog Post: The Super-
powers of Social
Media + Mobile Apps
Plan, populate and
promote the mobile
app and adoption
an efficient way to monitor conference highlights and announcements
Offer "express" registration check-in for those who download the a
Conference mobile apps
need to be optimized
for all devices...
Enterprise tablet adoption is estimated
to grow by almost 50% per year.
Corporations will be challenged
between choosing "bring your own
device" or corporate-liable devices.
Innovations for tablets to make the
I laptop obsolete will persist.
Source: Vertic — "The Year of the Enterprise Tablet"
/—"■•■"' , .
Alicia Morga. Founder ana CEO ol
Brad Fold, Managing Director ol Foundry
Deborah Jackson. CD- Founder 03
Worrier Innovate Mobile, CEO and
Ellen Pack, Co-Fe under of appSmltten
Ellen Pack is Ihe co-founder of appSmitten, a service lhat sends
personalized app recommendations directly lo people's inboxes. Ellen ^^^^jfl
has more ihan 20 years' experience building online and service |B
businesses. In the early 1990s, Ellen founded Women.com and grew 1
it into the largest Internet destination lor women_ After a successful |^ ^D
IPO, Wamen.com merged with iVillage (now owneoj by NBC). After
Women.com, Ellen boughl Town & Counlry Resources, a regional J ^ [ 19/k
home staffing agency in the Bay Area, which she sold successfully in
2008. EHen holds a B.A. in Economics from Columbia College and an M,B.A from Columbia
Business School. She has earned recognition and awards from a number of induslry
organizations and media outlets across the U.S., including Wired and Fortune-
vn Add to contacts
GU My Notes
Ellen Pack. Co-FoundBi ol anpSmliion
Gabrielle Toledarto. Executive Vice
President and Chief Talent Officer of
Electronic Arts, inc.
JDanna Drake Earl. Chiel Operating
ONtcer ol ngmoco ^
Joann* Lang, Founder and CEO ol
Rachel Pike, Inveslme-nr. Piolessiorial at
Draper Fisher Jurvelson ^
Tane?hia Jackson Warner. Fountler and
CEO Ol £ftfimi Co:isu"li.'ifl G:oj;1
Shifting Eyeballs and
Ad Revenues from Print to Digital
Ten years from now, that 64-page print program will be
a dusty relic.
Print programs won't disappear, but they'll sure be a whole a lot thinner in the
future. It's a savvy meeting spend move; plus, it's greener.
The move from print to digital requires a series of carefully planned steps. While
your tech-savvy crowd will be all over the mobile app early, others will need more
encouragement with strong "What's In It For Me?" incentives.
Keep in mind, advertisers are already making the shift from print to digital, with
expectations for mobile app ad spend to triple in the next three years. The faster
you grow mobile app adoption, the greater your success in growing mobile app
Mobile app ad spend is expected
to triple in the next three years,
Here are a few quick tips to help guide you through the print
to digital transition:
Develop a Plan to Shift Content from Print
to Digital in Stages
Drastic changes sometimes spark resistance. On the other hand, for
some conferences, drastic change is exactly what's needed to get
full adoption. If your attendees have grown accustomed to a print
program with 75+ pages, you'll need to tackle this shift from print to
digital in a series of stages. Consider moving 25% of your content
from print to digital in the first cycle. Some conference organizers
have been successful moving 50% or more of content to the mobile
app in the first round. Know your audience and plan accordingly.
f click to
4 Strategies to Move
from Print to Mobile
for you next event
Create Super-Sized Bundles for Exhibitors
All exhibitors will need a presence on the mobile app to be helpful
to attendees. Create super-sized upgrade packages for the mobile
app that include longer descriptions, more product categories, rich
media and featured placement. For best penetration, premium
upgrade packages should span all content delivery channels - print,
web and mobile.
Use Your Print Program as a Pointer Channel
to the Mobile App
As you build out richer digital content on the mobile app, use the
print program to alert readers about valuable information that's just
one click away.
Leverage Social Media to Advance Mobile App
Awareness, Downloads and Usage
Use Twitter, Facebook, Linkedln and other channels to spread
the word that there's game-changing information, accessible
only on the mobile app. Post pictures, videos, testimonials and
stories. Encourage speakers to do the same - in fact, write it into
Our first go around with mobile apps was a web-based app.
Learning a lot, we switched to a native app on the second
go around and things really took off. App usage more than
doubled from our previous year and we created a new mobile
National Association of Sports Commissions
arrots and Sticks: i
Rewards & Boundaries
Many will download your mobile app and shout "Hallelujah!"
As we pointed out earlier, you will likely encounter a few change resisters, too.
Rest assured, with a smart roll-out plan and useful information, those resisters
will soon see the light.
Best mobile app adoption success comes to those conference organizers who
map out a smart "Carrots & Sticks" change plan. In other words, you'll need a mix
of discipline and rewards to change behaviors.
As outlined in the last chapter, this will require some "tough love" on your part,
as you start thinning out print and moving more elements to digital. Some
manage to complete this transition in a conference cycle or two. Others need
a longer runway.
Offer valuable "carrots" on the mobile
app they won't find anywhere else.
Use print as a big-picture guide, with
reminders pointing to richer content on
Keep a close eye on downloads, views,
favorites and clicks. Use this insight to
fine-tune your plan and optimize pricing
for future mobile app sponsorships and
• You know your audience better
than anyone. Design a plan that
strikes the right blend of
"carrots & sticks" and ushers in
change at a steady pace.
^_ click to
=~ Read this
Blog Post: Huge
If you're tempted to carry on with that 75+ page print program,
here's one last "carrot" for you:
Print program deadlines demand you lock down content 30-45 days in advance.
This greatly compromises conference value because you can't easily add late-
breaking news or changes. You'll never need to print a program addendum if you
have a mobile app with high adoption.
.~ click to
9 Tweet this
Where To Draw the Line
Here are recommendations on where to draw the line between
print and digital (aka, Carrots & Sticks):
From the ©crowd-
compass #mobile event
apps eBook: Draw the
line between Print and
Session titles, brief description, time and location.
Same as print plus learning objectives, detailed session description or full
abstract, learning support materials relevant to session (PowerPoint,
session handouts, reports, case studies, etc.)
Name, title, organization and photo. For popular key-
note speakers, include short bio.
Same as print plus detailed bio, contact info, social media profile links,
books, blogs, videos, etc. Speaker directory with links to each of their
speaking sessions. Industry speakers can have as rich a profile as
Alpha list with booth #, exhibitor lists by product
category and show floor map.
List scheduled networking opportunities.
Same as print plus detailed exhibitor descriptions, contacts, contact info,
social media profiles, product brochures/collateral, links, photos and
supporting content/research (video, press releases, whitepapers, case
studies, blogs, etc.)
Accelerate networking by sharing tips with attendees on best ways to
connect with others using the mobile app. Emphasize how easy it is to find
contacts with similar interests or contacts who may be helpful for future
business or professional networking.
10 Smart Moves: Your Adoption
We've studied hundreds of conferences, spanning nearly every type and
demographic. These "Smart Moves" have proven to be most effective in speeding
up mobile app adoption and repeat use.
One Champion, Many Channels
Some organizations sabotage success by assigning responsibility for the mobile
app to a committee. This "too many cooks in the kitchen" approach makes for
uneven value delivery and light adoption. Assign one champion who will manage
all aspects of the mobile app, including working with your mobile app provider to
ensure near-flawless execution. You need one champion who is empowered and
accountable for accelerating adoption.
Sneak Preview Road-Test
Invite a select group of influencers to road-test your app in advance. Collect
feedback, assess and fine-tune your plan accordingly. Prime the pump and ask this
preview crowd to help spread the word to others in their professional network,
once your mobile app is launched. Be sure to acknowledge and thank them
Make a Splash
You'll need a dynamic splash page (optimized for all devices) that quickly conveys
value with prominent "Download Now" buttons for each platform. As we noted
earlier, a short URL works best - something that's memorable (company.com/
GetApp) and can easily be shared at your Opening General Session (OGS), on
f click to
10 Smart Moves in the
Mobile Event App
, click to
Invite influencers to test
drive your conference
app — they'll share how
gr8 it is w/o being asked!
Short Video Spots Focused on Mobile App Features
Create two or three 60 - 90 second videos that showcase benefits of three
mobile app features. Remember, we're concentrating on attendees. Show
them how this mobile app will make them faster/better/smarter/happier. Video
is your best route for sharing this information and growing word-of-mouth
Gamifying your mobile app can be a huge adoption booster, especially with
a competitive group. A mobile app Leaderboard showing top scorers wi
accelerate participation. Photo scavenger hunts work well, plus you'll catch
more candid shots to use in future promotions.
We launched a mobile app photo
contest at our last annual conference.
It was a really interactive game where
attendees could take pictures, upload
them and get points. The game
significantly increased the engagement
and networking. Our attendees also
shared the conference pictures with
their social media networks.
DECA International Career Development Conference
"For Mobile Eyes Only" Show Specials
Run a steady stream of specials (discounts, VIP access, etc.) only available on
the mobile app. Map out your timeline to "drip" out appropriate special offers
before, during and after your conference. With a smart series of special offers,
app usage will accelerate quickly.
Guru Bars with Projection Screens
Borrow a page from the Apple Genius Bar playbook. Create similar Mobile App
"Guru Bars" where participants can stop by for support and quick tips. Connect
a tablet device to a projector and share demos/highlights on the big screen. If a
mobile app game is underway, get the Leaderboard on screen rotations.
What's Happening Now + What's Coming Next
Attendees often make last-minute decisions about which session they'll
attend next. Help them make smarter choices with a steady filter that delivers
Survey the Industry Think Tank at Your Conference
There's a groundswell of knowledgeable participants at your conference. Launch
a daily poll about industry trends and tap into this think tank. Update results
throughout the day. Added bonus: You'll be rewarded with powerful statistics to
reference in post-conference recaps or blog posts.
, click to
SMART MOVES: Create
Mobile Eyes Only Specials
and Notifications during
your event #eventprofs
-^ click to
Launch daily polls during
your conference then
leverage the results in
post event follow-up #mpi
The number of mobile-
connected devices will
exceed the world's
population by the end of
(f^\ Provide a Start-to- Finish Conference Experience Journal
\yyJJ Imagine if your mobile app provided a digital capture of everything each
Full capture of learning takeaways to share with leadership and colleagues
A list of key contacts with notes on follow-up
A keyword-searchable list of conference #hashtag tweets
Snapshots of travel receipts to speed up filing of expense reports
A list of post-conference articles, webinars, white papers, etc.
A discount on registration (or booth purchase) for the next year's conference
f click to
Provide a Start-to-Finish
iB r . J
FF+jj C.E. Pavilion
t J Search
May 3-5, 2012
The Next Move is Yours
As you map out your
own mobile app
plan, give us a call.
We'd like to learn
more about your
situation and share
that are best fits for
Sign Up ®
for a Demo
The conference mobile app revolution isn't brewing... it's here!
Now that you have a good handle on the latest and greatest strategies around
mobile app adoption, it's time to go back and give your own mobile app playbook
a closer look.
• Is your aim laser-sharp on attendees and enhancing their experiences?
• Are all conference stakeholders represented with helpful content that's valued
• Is your mobile app easy-to-use? Can attendees quickly find what they need,
when they need it?
• Are you launching the app early enough to help your attendees prepare for
a successful conference experience? (Check out the Conference Mobile App
Marketing Timeline & Checklist at the end of this eBook.)
• Does your current mobile app solution provide detailed analytics and helpful
reports to share with sponsors and advertisers?
Your next conference mobile app move needs to be a winner
and we'd like to help.
Cvent is the largest event management software company in the United States.
With over 1 ,000 employees worldwide, our technology solutions are used to
manage more than a half-million events and surveys.
Our CrowdCompass team has deep expertise in designing and delivering best-in-
class conference mobile apps - mobile apps attendees download, use repeatedly
obile App Marketing:
eline & Checklist
Mobile App Marketing: Timeline & Checklist
Best Case Scenario:
You launch your conference mobile app with registration. Your app has strong content right out
of the gate. You build momentum and repeat use with regular updates that deliver high value
For larger conferences with registration that opens 20 weeks out, that's a lot of mobile app
marketing ground to cover. If you're concerned you won't have enough initial content or be
able to keep up with regular updates, go with Plan B: At registration time, let attendees know
that the mobile app is coming - "Stay tuned." Then, launch your mobile app at least 30-days
before your event to drive strong adoption and repeat use.
60-70 Days Out:
Brief teaser message: "The XYZ mobile app is coming - Stay tuned! "
60 Days Out:
Mobile app launches as conference registration opens.
"Download App" is a fast-track step within the registration process, but not mandatory.
"Download App" buttons are prominent on the conference website.
For this timeline
opens 60 days
before the event.
All staff email signatures include the app download link.
Release a brief 60-90 second video showing how the app will enhance the attendee's
conference experience. Keep the content high-level and attendee benefit-focused.
PR Campaign begins:
• Press release: "What's new this year?" with highlights about the mobile app.
• Reach out to reporters and bloggers and encourage them to download the app,
for fast-track access to late-breaking news.
As more conference details are solidified, add them to the app and promote updates through
push notifications and via social media channels.
(Example: If you sign on a new conference speaker, add it to the speaker list on the app
and then send out a notification to attendees).
Change up formats for marketing messages (video, audio, articles, etc.) and content
sources (speakers, industry leaders, etc.).
30 Days Out:
Mobile app content updates are more frequent - at least 2-3x each week. Pay special
attention to aggregating and improving content from your exhibitors.
Leverage social media channels to build buzz, peer-to-peer sharing and drive mobile app
downloads and usage. On Twitter, include the conference #hashtag.
Add a "What's New This Week?" page on your conference website. Where appropriate,
point back to the mobile app for details.
Push notifications via the mobile app are more frequent with important late-breaking news.
Strong focus on keynote speakers, industry speakers, "Know Before You Go" videos, etc.
Include a reminder and link to download the mobile app.
Publish a tip sheet and video to help attendees build itineraries on the mobile app in advance
and post these on the conference website, blogs, YouTube channel, etc.
7 Days Out:
Mobile app content updates occur daily; push notifications for priority content.
Keep in mind: Attendees appreciate the ability to preview slides or handouts before deciding
which sessions to attend. Be sure to direct them to this content often.
Consider launching a pre-conference photo contest using the mobile app.
Example: "Getting Ready for the XYZ Conference" photo contest. This will stir up excitement
and you'll be rewarded with great photos for a slideshow at your Opening General Session.
Messaging to attendees should focus on preparation steps to enhance the conference
experience (e.g., build itinerary, create must-see exhibitor list, etc.).
Alert attendees about travel perks and conveniences within the mobile app (e.g., airport
shuttle, express check-in, VIP lounge access, etc.).
Send a final "Know Before You Go" email with late-breaking information.
Encourage those who cannot attend your event to download the app to keep up to speed
on conference highlights.
Obviously, the big crescendo mobile app moments will occur throughout the conference.
All staff should have strong command of at least three advanced features on the mobile app
that will benefit the attendee experience. Make sure they circulate and help attendees make
better use of these features.
After the Conference:
If you were successful in delivering high value to attendees before and/or during your conference,
your mobile app is still sitting on their smartphone or tablet. Continue sharing content that builds
on the conference experience. This might include:
Highlights, short video clips, session recaps, follow-up blog posts, etc
Conference Sponsor Acknowledgement with an article or white paper that is valued
Post conference surveys.
Webinars, videos, meet-ups, etc.
Special discount codes for books, reports, study materials, etc.
Special discount codes for future events, membership and renewals.